As AI starts to reshape the way organisations think about growth and their future, one of the biggest opportunities for ITSPs and MSPs to consider is the concept of “digital employees,” AI systems that function as true colleagues by offloading repetitive tasks, improving workflow efficiency and strengthening visibility across AI‑driven platforms.
These AI-powered colleagues can help ITSPs overcome complexity and fragmentation while also opening doors for teams to refocus on strategy and growth, according to Hidde Fossen, business development partner at AIMAZE, which was recently named Dutch Tech Startup of the Year for 2025 by Computable.
Of course, leveraging AI “workers” requires more than technology. Processes around onboarding, integration and long‑term commitment are also important to success, according to Fossen, who will be talking about the topic in a session at the Benelux Community Forum, 5 February in Gent, Belgium.
We asked Fossen how AI can be leveraged in the workplace, and why it’s important for organisations to start thinking about it now in order to reap the earliest and greatest benefits. Here’s what he had to say.
Congratulations on being named Dutch Tech Startup of the Year for 2025. What did you see happening in the market that made you want to build AIMAZE?
We noticed that many organisations were not using the full potential of AI. Too often, AI remains limited to isolated tools instead of being embedded into daily processes. For many people, AI feels complex and overwhelming, almost like a maze. AIMAZE was created to simplify that journey. By introducing “digital employees” that feel more like colleagues or assistants, AI becomes accessible, practical and impactful for every organisation. Our human-like approach lowers the barrier to adoption and simultaneously improves workflows and collaboration.
What is the biggest opportunity you see for ITSPs/MSPs around AI?
The biggest opportunity is enabling organisations to focus again on their core business. Digital employees take over repetitive and time-consuming tasks in areas like marketing, HR and other support functions. This frees up teams to concentrate on strategy, customers and growth. For ITSPs and MSPs, this means delivering direct business value instead of just technology, positioning AI as a productivity accelerator rather than an experimental add-on.
What is the biggest challenge ITSPs face to take advantage of that opportunity?
The main challenge is understanding that AI is not just a technology issue. Successfully deploying digital employees requires proper onboarding, clear task definitions and high-quality model training. Without this, AI remains superficial and underperforms. ITSPs must guide clients not only in implementation, but also in adoption, aligning AI with processes, roles and responsibilities to ensure it truly becomes part of daily operations.
Why is it important for ITSPs to start integrating AI into daily workflows sooner than later?
The world is changing rapidly. In marketing, this is already very visible. Tools like ChatGPT and Google increasingly provide direct answers, reducing website traffic and traditional lead generation. Organisations must now ensure they are mentioned and represented within AI-driven platforms. A digital marketing employee is specialised in exactly this, creating and distributing content that improves visibility in AI tools. Acting early helps organisations stay relevant. Just analyse your own searching behaviour: It is already shifting away from Google.
What advice do you have for ITSPs on how to get started?
Don’t wait too long. Make sure AI is not the goal, but the means. Start by defining what you want to achieve, such as more visibility, efficiency or growth, and then determine how AI can support that. Keep in mind that successful AI adoption is not a sprint, but a marathon. When implemented thoughtfully and consistently, digital employees can deliver significant long-term advantages and measurable business results.
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